Mayor Mike Rawlings, backed by Police Chief David Brown and domestic violence victim advocates, made an emotional plea to the city of Dallas, and the men in particular, to stop domestic violence.

“It’s our fault,” the mayor said at the press conference Monday afternoon at Dallas City Hall. “It’s not the women’s fault.”

The mayor spoke to media about the jump in homicides in Dallas in the past year, which Brown has said recently can be attributed to family violence.

Rawlings called for a frank discussion in the city on mental illness, which could be attributed to mass shootings in Newtown, Conn., and Aurora, Colo. But most of his 30-minute press conference focused on stopping domestic violence in the city through more agencies working collaboratively and through individual residents of the city denouncing it.

“We want to make it known that any violent act toward a woman will not be tolerated by the men in the city,” Rawlings said.

The mayor also introduced his idea for a public awareness campaign, “to change the male culture” in the city, that will launch in the spring. He said he has an executive team selected already, including Bishop T.D. Jakes of The Potter’s House, State Rep. Rafael Anchia and Dallas Cowboys Jason Witten and Marco Rivera.

“They’ll stand with me in saying enough is enough,” Rawlings said. “We will reinforce that hitting women is not acceptable, and we will learn how to intervene when we see it taking place.”